Abstract

[Extract] Public relations (PR) has a major role in the public sphere and anyone who works in the media will encounter it and need to understand it. There are two main ways to approach PR: from the point of view of a media practitioner, and from the point of view of a PR practitioner. While these are often held to be diametrically opposed positions, this is not necessarily the case, because they share a great deal of common ground. The reality is that many people who have trained in journalism—including some who have been successful journalists—do become PR people. People with journalism training have long been considered suitable for PR because of the very skills that made them good journalists, although it is important to note that PR involves far more than just media liaison. Journalists often face a steep learning curve when they shift to PR, as they must acquire a number of new skills. No matter where in the media you end up working, understanding this huge and growing phenomenon is going to help you. In fact, PR has huge implications for how our society functions, driving change and fundamentally altering the way human beings organise themselves. This chapter provides an overview of how PR operates, and advice to those on both sides of the line between the two professions.

Item ID:

42175

Item Type:

Book Chapter
(Teaching Material)

Keywords:

public relations, media, journalism

Additional Information:

The previous edition of this chapter was published as follows and can be accessed using the link in the Related URLs field: